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10 Years of Direct Marketing Evolution

November 1, 2013 By Heather Fletcher
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With seven videos and eight articles, Target Marketing magazine took an in-depth look at a decade of direct marketing evolution. Change happens, and not all in one place. But this page is different—here, the entire series is encapsulated below.

The way it works is the videos with Michael Lowenstein, PhD, CMC, and interviewer Heather Fletcher, Senior Editor, Target Marketing magazine, appear first. To view the videos, click on the title's hyperlinked text.

Next, Fletcher's series of articles appear with hyperlinked titles and a brief article excerpt below each title. Clicking on the link will bring viewers to that specific article, in full.

Videos

Articles

  • Direct Marketing's Growth During the Past 10 Years: As I always do when reporting a story, I let the facts speak for themselves. I decided to take a look at the evolution of direct marketing during the past decade and, I will admit, the results did surprise me. What you'll see during the next seven weeks is a trip through what's happened in this space. …
  • Fragmentation of Mass Messaging: The Past 10 Years of Direct Marketing, Part 2: On Sept. 11, 2001, I watched the Twin Towers of the World Trade Center collapse the way most everyone did in the United States: I saw it on TV. Then I rushed to my job as a daily newspaper reporter in Cleveland, where I helped put out an afternoon edition of what was normally just a morning paper. By the …
  • The Explosion of Marketing Channels: The Past 10 Years of Direct Marketing, Part 3: Do you remember when fax marketing was a growing discipline? Neither do I. But there it is in red and blue in the graphic on Page 50 of Target Marketing magazine. That wasn't that long ago—March 2007—and chances are you haven't even looked at a fax machine during the past 24 hours. Or maybe even the past week, or month. …
  • The Evolution of Content: The Past 10 Years of Direct Marketing, Part 5: Marketers and content creators who are still standing after the Internet burst into their lives are probably glass-is-half-full types. They're the ones who call the new channel an "opportunity" and maybe even "a challenge," but say so with excitement in their voices. They're the ones who were happy when blogging became mainstream, Craigslist emerged as the place to list classified …
  • What Is 'Traditional' Direct Marketing, Anyway? Part 6: During the past decade, email marketing's come to be called "traditional" and direct mail positively ancient by "digital" marketers who view social media marketing as the new yenta in the shtetl. SMM can fix companies up with consumers, they say. While they're right, the old-school tactics still work and, I would argue, inform the successful aspects of the new. For …
  • How Data Changed Marketing—The Past 10 Years of Direct Marketing, Conclusion. In order to integrate anything into the way they do business, humans need data. At this point, direct marketers need to understand "Big Data" or have tools that can do that for them. That's because customer intelligence is the differentiating factor that draws in a portion of the $300,000 consumers are spending each minute, says Devyani Sadh, the CEO and …

 

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Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

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